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ANA Masters of Marketing 2025 | HOT TAKE | Bill Zengel
Bill Zengel (SVP and B2B Practice Lead, ANA) shares why this year’s ANA Masters was transformational for B2B marketers—and why the future of marketing might just belong to them. From conversations with CMOs at GE Aerospace and top healthcare brands, one insight stood out: only 39% of marketers can confidently report the financial impact of their work to the C-suite. That’s a wake-up call. Bill dives into the difference between attribution and contribution, the power of authenticity, and the massive $2 trillion brand deficit in B2B. His message? Watch to find out.
